FOUNDER
PRIMA OFFICIAL was born from the vision of Nicky Ndebele, a solo founder driven by a passion to inspire resilience. Witnessing life's challenges, Nicky established PRIMA OFFICIAL to be more than a brand – a movement that empowers a new generation of athletes to 'Always Show Up' despite any obstacle
BEGINNINGS
PRIMA OFFICIAL emerged in 2020 in Mothotlung, a town within Brits, South Africa, initially as a gym and wellness company. Founded by Nicky Ndebele, the company's early focus centered on promoting physical and mental well-being, alongside offering guidance on navigating social challenges within the community. This initial phase laid the groundwork for the brand's core values before its transition into active streetwear in 2021.
THE CHANGE
The revamping of PRIMA OFFICIAL involves a strategic shift from its initial focus as a gym and wellness company established in 2020 to becoming an active streetwear brand in 2021. This transition entails designing and producing high-quality clothing made from cotton, elastane, and polyester, drawing inspiration from the primal instincts of animals and featuring creative text. While now a clothing brand, the core mission extends beyond apparel to include the future development of a skills and sports academy for underprivileged youth and the launch of the PRIMA OFFICIAL movement, aimed at revolutionizing sports in South Africa.
TAKE OFF
Looking ahead, PRIMA OFFICIAL is focused on launching its high-quality active streetwear line, drawing inspiration from primal instincts and featuring unique textual designs. Beyond apparel, the brand is committed to initiating the PRIMA OFFICIAL movement, a nationwide program to discover sporting talent and introduce new sports like NFL and baseball across South Africa. This initiative includes establishing a skills and sports academy for underprivileged youth, building a dedicated broadcast network for sports coverage, and implementing a robust community outreach program. Ultimately, PRIMA OFFICIAL aims to revolutionize the South African sports landscape and empower the next generation of athletes to overcome challenges and "always show up."